I don't use Photomatrix I use nik. I try to keep mine realistic. I hate tone mapping.... See I don't over do it BTW this is 9 exposures its great except for the ghost children running to the water.

One option Photoshop offers, and I think a couple others is ghost removal.
It works amazingly well. Got rid of a car I thought I'd have to spend some time with in Photoshop. 
That's one of the problems with a bracket of exposures. The 5DIII will fire them off quickly in High Speed drive mode. Its good enough for me to use hand held for a lot of stuff around the city.
This is one from a walk along the river in Chicago. All were shot with a 5 frame bracket. If I recall this was processed via Lightroom from the normal exposure frame.
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